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How to Enhance the Personal Appeal of Your Sales Letter
Perhaps the best form of advertising is word of mouth. And there is a reason for this. You will easily take the advice of a friend about the products he has used, than to trust the advertiser blindly.
One of the main goals of a great writer, then, is to become a trusted friend and supporter of the reader. Instead of writing according to the crowd you can write according to the one person sitting on the sofa next to you – a friend. This proof-of-concept will explain the format of sales used in direct marketing and is quickly becoming popular in online sales.
Writing in this personal style reduces the buyer’s resistance and brings you into their circle of trust and confidence. The colder and more formal style of writing in general for the working world leaves the reader small and ‘speaks to’ – without thinking.
It is a point of good writing that your letter should have an emotional appeal because people buy based on emotions and then justify their purchase with emotions. Being guided by our thoughts doesn’t just apply to small purchases but to every purchase we make.
In a TIME magazine article discussing skyrocketing home prices, it’s interesting to read the author’s explanation for the recent housing boom:
“The boom is as much an emotional story as an economic one. It is about the excitement of the potential capital, the fear of extinction and the envy of the man of the table that will be bought for a third of what you paid. . . . the shame of the poverty around you as the houses around you are destroyed …” –America’s House Party – June 13, 2005
Unless your sales pitch resonates with your prospects then you will lose sales.
Here are several ways to personalize your sales letter:
1. Write as a person. Imagine the person sitting next to you and write down what you want to say to them. When a prospect reads your sales letter you want him to feel like he is one of the crowd and not part of some audience.
2. Tell a personal story. If you create a product to solve a personal problem then share this story. The reader will empathize with you because they are struggling with the same problems.
3. Use your photo in the sales letter if possible. Adding a face to a letter can improve the feel of the letter. You should be careful, however, if your symptoms will affect your business. If you are a ‘head of the skin’ with bright tattoos and are trying to reach the mothers of children remove the picture and depend on the message.
4. Write your signature at the end of the letter. Even if you’re careful about using your actual signature you can use a personal note as a substitute.
5. Enter human weakness. This doesn’t mean you have to start a confessional meeting but you can admit to not being perfect. The American public especially likes to know that you are “real”, which means you have a few black spots. People shy of ‘know-it-all’ and ‘goody goody’ personalities. You don’t want to show this in your paper.
6. Use as many references as possible. If you have email or text customers you can ask them for permission to use testimonials in your sales letter. Again, you are sharing the customer’s story with your audience. People appreciate people, period.
7. Write in a conversational style by using contractions (I, can’t, you will, who, etc.) and ellipsis (…) to indicate pauses. This will help to give less writing and want to speak more. You can use words that will create a conversation such as “Listen”, “Look here” “I want to talk to you”. All of these phrases make your writing seem more audible than written. Remember that we read by listening to our own voice in our head so that all writing goes through this translation process.
8. Create rhythm and cadence by using punctuation to emphasize key words. For example, consider the following sentence:
“Our research shows that it takes anywhere from three to five months of regular activity to see significant changes in health and well-being. clean, so you can expect to see real improvement in six months … If you follow a good plan of physical activity.”
If you read the sentence without CAPITLIZED words “REGULAR” and “IF”, then the importance of the words changes even if the words are not. You can do the same for following your voice, so give your words a good writing.
As with long sentences and slow sentences, think about movement and take time to digest.
Short sentences make the difference.
9. Check in with your audience as much as possible. You need to ‘know’ the people you are writing to. Are they afraid? Are they sick? Are they new parents? What are their benefits? Are they patriotic? Being able to answer these questions will help you tell your story in a way they can identify with. If your situation is completely foreign to your target audience then your task is more difficult.
The more personality you give to your sales letter the more people you will entice to buy your product or service. You will soon be benefiting from word of mouth advertising as your customers continue to share your story; that’s what you really want.
And you can’t get that personal anymore.
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